The images Re/code uncovered don't restrict buyers to just AmEx or Amazon.

However, Target Marketing's research on Friday didn't uncover any "buy now" buttons, especially on the account in the Fancy.com diagrams, @FedericaMerigo. That account, before @HeatherReporter followed it, had 43 followers and 3,099 tweets, which all appear to lead to products on Fancy.com. One of that account's 43 followers works for Twitter, and Twitter's co-founder Jack Dorsey is a Fancy.com board member.